Endorser age and stereotypes: Consequences on brand age

This paper links findings from research on different age types to branding literature, and adds insight into how to rejuvenate a brand through the use of endorsers in advertisements. The article addresses the yet under-represented value of demographic characteristics of endorsers in affecting brand perception, and introduces the importance of the existence and strength of individual mental images of typical brand users in the process of such association transfers. Based on theoretical perspectives from personality transfer, (social) categorization, imagery, and advertising literature, the study proposes and tests several conditions for which age association transfer from endorser to brand takes place. Results show that using endorsers can be an effective way to influence consumers' brand age perceptions and to rejuvenate a brand. In doing so, it is important to pay attention to the existence and strength of mental images of typical brand users.